Open Access. Powered by Scholars. Published by Universities.®
Advertising and Promotion Management Commons™
Open Access. Powered by Scholars. Published by Universities.®
- Discipline
-
- Communication (2)
- Communication Technology and New Media (2)
- Marketing (2)
- Social and Behavioral Sciences (2)
- Art and Design (1)
-
- Arts Management (1)
- Broadcast and Video Studies (1)
- Critical and Cultural Studies (1)
- E-Commerce (1)
- Film and Media Studies (1)
- Graphic Communications (1)
- Interactive Arts (1)
- Mass Communication (1)
- Organizational Communication (1)
- Public Relations and Advertising (1)
- Rhetoric and Composition (1)
- Social Media (1)
- Technology and Innovation (1)
- Visual Studies (1)
- Institution
Articles 1 - 3 of 3
Full-Text Articles in Advertising and Promotion Management
Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler
Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler
College of Journalism and Mass Communications: Faculty Publications
Advertising agencies are incorporating new forms of interactive media into campaigns as media continues to rapidly change. The purpose of this phenomenological qualitative study is to explore how five creative professionals at leading advertising agencies in the Midwest are integrating interactive media into campaigns. Through a series of interviews this project helps solidify what it means to integrate interactive media. The findings illustrate a fundamental shift in an industry that is moving away from “advertising.” An industry built around traditional media now requires creatives to incorporate dynamic, mobile, and social media into the marketing mix. Advertising agencies must engage audiences …
Refresh. Create. Inspire. The Mission, Vision And Values Behind The Coca-Cola Company And The Digital Marketing Strategies Of The "Open Happiness" Campaign, Sara Svendsen
Masters Theses
Due to the influence of Coca-Cola on advertising, digital marketing, and marketing strategies, the present rhetorical analysis seeks to show the many aspects of digital media in the Company's present "Open Happiness" campaign. The study of the campaign seeks to show that the Company mission statement, Company values and the vision of The Coca-Cola Company are implemented into all of the different facets of the Open Happiness campaign, and in the context of Mood Management Theory, exude the overall theme of the campaign, happiness. The parts of the campaign that were analyzed were focused on the YouTube channels of The …
Retail Visual Assistant Digital Artefact, Neville Knott
Retail Visual Assistant Digital Artefact, Neville Knott
Dissertations
Window display, store layout and visual merchandising are defined as the ability to attract and sell to the consumer silently. One of the biggest challenges facing small retail businesses in towns and villages around the globe is how to compete against large multinationals in the visual layout and presentation of their merchandise and shops. One of the key advantages that large retail units have over small ones is professionally merchandised stock incorporated into a strategic spatial layout. The cost of employing a full- or part-time design expert within the field of visual merchandising is not viable for smaller shops, resulting …